Don Julio Partners with Red Border by TIME to curate list of 80 Mexicans Shaping Contemporary Culture

Tequila Don Julio has been the staple tequila in my family and my culture for generations so I couldn’t be more honored to be partnering with a brand that is helping to drive our culture to bigger places.

This Cinco de Mayo, Tequila Don Julio is marking its 80th year of devotion to tequila making by honoring 80 individuals who embody the same level of love for their craft as Don Julio González did for his.

The inspiring list of 80 devoted Mexicans from around the world, soon to be published on TIME.com, has been collated not on the basis of fame, wealth or power, but rather to celebrate those who pursue their passions and cultivate their crafts all for one reason: por amor.

The Tequila Don Julio 80 list is spotlighting the immeasurable value that the Mexican community is making on modern culture, craft and creativity around the world, and will feature a range of notable figures including singer-songwriter Sofia Reyes, fashion designer Victor Barragán, activist Saskia Niño de Rivera, artist Claudio Limón and more.

With a renewed outlook this year to celebrate more than ever before, Cinco de Mayo offers the perfect opportunity for the authentic celebration of Mexican culture, devotion and love.

The Tequila Don Julio 80 list is spotlighting the incredible Mexican community to demonstrate the immeasurable value that Mexico and Mexican individuals are making on modern culture, craft and creativity around the world.

That’s why Tequila Don Julio is providing various ways to spotlight individuals doing what they do por amor while encouraging genuine celebrations with those who make Cinco de Mayo so special:

The Don Julio Cinco

Designed by Claudio Limón, the Don Julio Cinco can be redeemed for $5 for consumers to spend at a local bar or restaurant of their choice. Up to $125,000 worth of Don Julio Cincos will be released and The Tequila Don Julio Fund is matching with a donation to the Association of Latino Professionals For America.

Drizly Sweepstakes

Los Angeles and New York City residents ages 21+ can text ‘AMOR’ to 24272 and share what they do for the love for the chance to win a personalized Por Amor experience delivered straight to their doors.

This year, the Tequila Don Julio Fund is matching the $125,000 worth of Don Julio Cincos with a donation to the Association of Latino Professionals For America, an organization that empowers Latino men and women as leaders of character in the nation, and provides resources that can help turn passions born out of love into professional opportunities.

The Tequila Don Julio 80 will feature a range of notable figures including, fashion designer Victor Barragán, activist Saskia Niño de Rivera, journalist Lydia Maria Cacho, and singer-songwriter Sofia Reyes along with DJ Eric Dlux, artist Claudio Limón, bartender Julio Xoxocotla and more.

This is part of a 1-million-dollar pledge over four years to charities whose missions support the communities that have helped build our brand to what it is today. To mark its 80th year, the brand is now looking for ways to supercharge its positive impacts on society globally, and more information on this will be shared later this year.